5KEYSTO

EFFECTIVE EMAIL MARKETING

Jason DaltonHead of Interactive Design

Pace

Content. Engagement. ResultsWe create multi-channel content programs that deliver the right message to the right audience on the right platform at the right time.

In other words ... we are a Content Agency.

Why Use Email Marketing?

Consumers who receive email marketing spend

more when shopping.

83%

For most marketers, email

costs the least but makes the

most money.

Loren McDonaldVP of Industry RelationsSilverPop

For every $1 spent,

$44.25 is the average

ROI for email marketing.

ExperianiContact

Direct Mail

The Annual Response Rate report from the Direct

Marketing Association (DMA) Direct Mail is still the

number one method of marketing for response, but

email has the highest Return On Investment. The report

states that the average ROI for email marketing is

28.5% compared to Direct Mail, which is 7%.

Email

Email Marketing vs Direct Mail

Other Marketing ChannelsEmail delivers

28.5% ROI

Digitally Connected• Approx. 2 Billion Email Accounts Worldwide

• >50% of online consumers check email

multiple times a day.

• Generation Z

All the Time

1. Have a Game Plan

Outline a StrategyHave a Game Plan

• Define your audience

• Determine your message (the content)

• Outlining your goals

• Determining your frequency

• Creating a schedule

http://mailchimp.com/resources/guides/how-to-create-an-email-marketing-plan/html/

Defining Audience

Once you know your audience you can determine what to say to them.

Have a Game Plan

Determine Your Content

Once you know who you're talking to, it's time to think about what you're

going to say to them.

Content Grab Bag:• Upcoming Events• New Products• Product Related Tips• Education• News• Employee Profiles

Have a Game Plan

Determine Your Sending Frequency

• Monthly (at least)• Bi-Monthly

• Weekly

Ultimately, you have to decide what works best for you and your

customers.

Have a Game Plan

Setting GoalsHave a Game Plan

What do you want to get out of your email marketing program?

• Traffic to your website• Help promote sales• Increase traffic at events• Grow your list

Make a Schedule

Whatever frequency you choose, set a schedule for each email deployment.

Outline Newsletter Content Due Test Email Deploy Email

Have a Game Plan

2. Build Your List

Be HonestBuild Your List

• Provide opt-in on your homepage

• Social Media

• QR Code

• New member registration

• Tie it to an incentive

Only add subscribers if you have their permission

Always emphasize the value of your content!

Make it AccessibleBuild Your List

Make it EasyBuild Your List

What do I get, what personal data do you want, and what will you do with

this data?

1

2

3

Welcome :)Build Your List

1

2

3

5

4

Practice Good HygieneBuild Your List

• “Scrub” your list regularly• Remove bad domains

• Remove bounced emails• Remove inactive emails

3. Time to Get Creative

Rule #1Time to Get Creative

Simple, yet pleasant design

Gone in 60 secondsThe average time an email reader skims

over an email is less than 51 seconds

Source: Nielsen Norman Group

Don’t Over Complicate Design

Time to Get Creative

Rule #2Time to Get Creative

Effective & consistent branding

• From Line

• 2 - 3 templates max

• Company logo and branding

• Consistent calls to action

• Consistent tone and voice

Rule #3Time to Get Creative

Focus on the content

0 20 40 60 80 100

From Line

Personalization

Time of Day

Day of the Week

Layout & Images

Calls to Action

Message (Content)

Subject Line

Source: MarketSherpa

90%

64%

61%

54%

48%

47%

40%

31%

Reward Your MembersTime to Get Creative

Make Your Content FunTime to Get Creative

Do Not Pass Go BeforeYou Consider Mobile

Time to Get Creative

Source: Litmus / EConsultancy

The number of commercial emails opened on mobile devices is expected to be higher than desktop opens in 2014.

43% of commercial email is opened on a mobile device

88% of people check their email via a mobile device daily

http://econsultancy.com/us/blog/9789-mobile-email-stats-infographic

4. Test & Adapt

Every Email Client IsCreated Different

Test & Adapt

Source: Litmus

Market Share

Does It Look Beautiful?Test & Adapt

Source: Litmus

Litmus.comLitmus tests and tracks your

email campaigns, so you can

always put your best design

forward.

• Previews, including Mobile

• Subject line testing

• SPAM Testing

• Analytics

• Plays well with others

• Share results

Measure Successes& Failures

Test & Adapt

Not understanding the value of your marketing is wasted time and money.

What should you measure?

• Bounce Rate

• Delivery Rate

• List Growth Rate

• Revenue Per Email Sent

• Conversion Rate

• Email Sharing/Forwarding Rate

Test & Adapt

ROIEarned – Spent / Spent = ROI expressed as a percentage

5. Press Send

Your Inbox Is Not MadeFor Email Marketing

Press Send

Your standard email account will undermine vs. aid your email marketing

efforts.

Find a Distribution PartnerPress Send

There are Web-based email marketing services that are inexpensive and designed

to make email marketing simple for the non-technical user.

1. List Hosting and Management

2. Follow the Rules

3. Email Address Reputation

4. Templates

5. Analytics

5. Press Sendfind a partner

2. Build Your Listget permission

3. Time to Get Creativesimply, fun, relevant

4. Test & Adaptknow the results

1. Have a Game Plandefine your strategy